How come I missed this?
This T-mobile event/TV ad/thing happened 5 minutes walk from my flat 48 hours ago – but I knew nothing about it.
Not sure how I feel about it though. On one hand I like that fact that they’re trying to do something different. On the other, I’m kind of disappointed that the ‘different’ thing they’re doing isn’t very original. It’s just an overly produced flashmob and this level of production feels as if it’s betraying the spirit of flashmobs in some way. But I think that’s probably just me being fussy!
However, as much as I don’t really like it, I think the approach is great. I’m sure it’s done a hell of a lot more for T-mobile than a traditional TV ad ever could. It’s had a life in the real world where it touched lots of people, it lived on TV where it surprised people and now it lives online. Most importantly, it’s started lots of conversations. And that’s a media space that’s pretty difficult to buy.